People Change When Their Colleagues Change: Social Media Motivating Action at Work
Behavior Energy & Climate Change Conference December 2011
New Unilever Australia Campaign
CONFIDENTIAL 2
New Unilever Australia Campaign
CONFIDENTIAL 3
New Unilever Australia Campaign
CONFIDENTIAL 4
Why?
CONFIDENTIAL 5
Emma Peacock, Corporate Affairs, Australia & New Zealand
• Only way to achieve the growth we envision over next 10-30 years
• We frankly can’t do it unless everyone is involved
• Small actions, big difference theme
The Impact
CONFIDENTIAL 6
Savings: Sustainability culture saves DuPont billions
Environment: Carbon, energy, waste, health, water goals
Market Performance: High sustainability firms outperform
low sustainability firms in both stock market and
accounting performance (HBS, 11/2011)
Talent: 92% of Generation Y is more likely to work for an
environmentally-friendly company. 63% of all women
surveyed want their companies to become more
sustainable.
Importance of adding visibility to efforts
CONFIDENTIAL 7
Social norms in the workplace are powerful influencers
Sustainability norms often invisible
Social media can bring visibility to social norms and
influence behavior…in the workplace
READ Cialdini if you haven’t
Sustainability 2.0:
SBCONFIDENTIAL 8
Over 50 global companies are using social media to
promote sustainability engagement
76% of sustainability professionals believe investment in
sustainability-themed social media will help gain market
share or increase the size of the overall market
Companies increased internal recognition of sustainability
goals by 10-15% through use of social media and had
increased compliance with strategies
SB Insights Report, 2011
Sustainability themed social media looks like?
CONFIDENTIAL 9
Social comparison tools
Building Dashboard Network
Social collaboration tools
Zimride
Social recognition platform
Practically Green
Building Dashboard Network/Oberlin
CONFIDENTIAL 10
Zimride/Harvard
CONFIDENTIAL 11
Practically Green/Seventh Generation
CONFIDENTIAL 12
Top Related